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All Journal Jurnal Ilmiah Edunomika (JIE) International Journal of Regional Innovation Journal Of Community Service for Economics and Business (JCSEB)
Mahrinasari MS
Universitas Lampung
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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Innovating Brand Image: Mediating The Impact of Social Media Advertising Content and Social Media Sales Promotion Content on Behavioral Intentions for Clothing Distros in Bandar Lampung (A Study on Otsky Store Distro Products, Lampung) Tinezia Sri Cendani; Mahrinasari MS; Mudji Rachmat Ramelan
International Journal of Regional Innovation Vol. 3 No. 4 (2023): International Journal of Regional Innovation
Publisher : Inovbook Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52000/ijori.v3i4.90

Abstract

The development of the business sector in MSMEs in the fashion sector has become widespread in society. The Otsky Store is one of the MSMEs in the fashion sector which is famous for its good quality t-shirts on the market. This study will analyze the effect of the influence of social media advertising and social media sales promotion content with brand image as a mediating variable on behavioral intention for Clothing Distro Otsky Store. By doing branding on social media platforms which are very influential due to using a content. Brand Image is needed as a mediating role in this research. This research is to test the positive and significant values of the variables. The method in this research uses quantitative descriptive. In this study using descriptive analysis that measures dominant indicators and weak indicators to draw conclusions and provide advice on the object being examined using PLS. The results of this research produced 121 respondents, the hypothesis value and the role of mediation were accepted with a p value <0.05 so the value was positive and significant for the variable. The mediation results revealed the significant role of brand image in explaining the relationship between social media advertising content, social media sales promotion content and behavioural intention.
GREENWASHING: INFLUENCE ON THE DEVELOPMENT AND SUSTAINABILITY OF TOURISM IN INDONESIA Khil Wailmi; Mahrinasari MS; Ayi Ahadiyat
JURNAL ILMIAH EDUNOMIKA Vol 8, No 2 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i2.12790

Abstract

This research aims to determine (1) the influence of greenwashing on the image of tourism in Indonesia; (2) the influence of greenwashing on green consumer confusion in Indonesia, and (3) the influence of greenwashing on the development and sustainability of Indonesian tourism. This research is qualitative-descriptive research. The results of this research show that (1) Greenwashing practices have a negative effect on the image of tourism. Greenwashing practices represent inappropriate environmentally friendly claims that can create wrong perceptions about tourism and damage market demand; (2) Greenwashing practices negatively influence green consumer confusion. Tourists are confused when tourism destinations under the auspices of tourism stakeholders make environmentally friendly claims which turn out to be just marketing tactics, this slows down the movement towards sustainable consumption in the tourism industry; and (3) Greenwashing practices negatively influence the development and sustainability of tourism in Indonesia. The greenwashing phenomenon has been found in several cases in Indonesia, for example the practice of greenwashing by drinking water companies as a tourism requirement which claims to be environmentally friendly but does not match the facts on the ground. This can hinder the development and sustainability of Indonesian tourism.
Product Marketing to Increase Knowledge and Skills of ME Smoothies MSMEs in Bandar Lampung Intan Lidiya Widuri; Mahrinasari MS; Yuniarti Fihartini; Khairunnisaa Khairunnisaa; Sri Hartati; Afrida Jayanti; Ranti Dwi Octaviani
Journal Of Community Service for Economics and Business Vol. 1 No. 1 (2025): June
Publisher : MINOVa Ditria Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66016/jcseb.v1i1.10

Abstract

The purpose of this paper is to explore the impact of community service activities in the form of product marketing digitalization on increasing the knowledge and skills of ME Smoothies MSME players in Bandar Lampung. This study aims to assist MSME players in utilizing digital media to increase competitiveness and expand market reach. The approach used is a participatory approach through a series of activities in the form of needs analysis, intensive training, and mentoring in the use of digital technologies such as social media, e-commerce, and marketing software. This activity involves MSME participants who are actively running their businesses and is evaluated through observation, interviews. The findings show that this program succeeded in improving the ability of participants in managing social media accounts and digital platforms, creating promotional content, and registering their products on food delivery services. Within one month, partners experienced a 30% increase in sales turnover as well as a significant increase in digital interactions. This study is still limited to one MSME partner and does not include a long-term evaluation of the sustainability of the use of digital technology. Nevertheless, this activity provides a real picture of the importance of digital education to improve the competitiveness of MSMEs. This program directly contributes to the empowerment of MSMEs through applicable digitalization strategies. The results of the activity can be used as a training model for other MSMEs that have limited access to technology and marketing. This activity encourages the economic independence of MSME actors and strengthens the community's adaptation to technological changes in the digital era. This approach also strengthens the position of MSMEs as drivers of the local economy. Keywords Digitalization, Product Marketing, MSMEs
AIDA (Attention, Interest, Desire, Action) as a Social Media Marketing Strategy towards Customer Loyalty of Pelakor Laundry Business. Muhammad Izzatul Haq; Mohammad Adrian; Katty Cintiasari; Fernando Hosse Fahrezi; Mahrinasari MS
Journal Of Community Service for Economics and Business Vol. 1 No. 1 (2025): June
Publisher : MINOVa Ditria Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66016/jcseb.v1i1.12

Abstract

This study aims to explore the application of the AIDA model (Attention, Interest, Desire, Action) as a social media marketing strategy in enhancing customer loyalty at the "Pelakor" laundry business in Bandar Lampung. The research employs a qualitative descriptive approach with data collection techniques through in-depth interviews and focus group discussions (FGDs). The findings indicate that each stage of AIDA contributes positively to increasing consumer attention, interest, desire, and action, which in turn impacts satisfaction and loyalty. However, the study found that the business has not yet optimized the use of paid advertisements, loyalty programs, and a variety of digital payment methods. Recommendations are provided for the business to develop a digital-based loyalty program and expand payment channels to strengthen customer engagement.
Co-Authors Afrida Jayanti Ayi Ahadiyat Fernando Hosse Fahrezi Intan Lidiya Widuri Katty Cintiasari Khairunnisaa Khairunnisaa Khil Wailmi Mohammad Adrian Muhammad Izzatul Haq Ramelan, Mudji Rachmat Ranti Dwi Octaviani Sri Hartati Tinezia Sri Cendani Yuniarti Fihartini